Analysis of the Influence of Lifestyle on Customer Loyalty with the Mediation of Customer Behavior and Financial Inclusion (A Study on Female Workers Generation Z Fintech Users in Indonesia) : A Conceptual Paper

This study aims to analyze the influence of lifestyle on customer loyalty with the mediation of customer behavior and financial inclusion in female workers who use fintech Generation Z in Indonesia. The approach used is quantitative, with an online survey method on respondents who meet the criteria of age and active fintech use. Data were analyzed using Structural Equation Modeling (SEM) through SmartPLS 4.0. The results of the study indicate that lifestyle has a significant effect on customer loyalty, both directly and through the mediation of customer behavior and financial inclusion. These findings provide important implications for the development of customer retention strategies in the Indonesian fintech industry